tag:blogger.com,1999:blog-31126963929200544342024-02-19T08:20:20.144-08:00Brand New MeAn Entry of Skin White Teens to the 2010 Digital Media AwardsBrand New Mehttp://www.blogger.com/profile/08602496300033702682noreply@blogger.comBlogger6125tag:blogger.com,1999:blog-3112696392920054434.post-13164415576933917252010-08-06T01:58:00.000-07:002010-08-06T01:58:11.618-07:00BRAND NEW ME: The Skin White Teens Online Campaign<div class="separator" style="clear: both; text-align: center;"><br />
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<object width="425" height="344"><param name="movie" value="http://www.youtube.com/v/V8Q0hBRtDf8&hl=en&fs=1"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/V8Q0hBRtDf8&hl=en&fs=1" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="344"></embed></object>Brand New Mehttp://www.blogger.com/profile/08602496300033702682noreply@blogger.comtag:blogger.com,1999:blog-3112696392920054434.post-90363059460190908102010-08-06T01:32:00.000-07:002010-08-06T01:32:49.206-07:00TVC<span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">The campaign was supported with a lot of offline efforts - TVC, TV launching on a variety show, radio commercial and plugs, and an on-ground event.</span><br />
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<object height="385" width="480"><param name="movie" value="http://www.youtube.com/v/D1Uwc8ttJPw&hl=en_US&fs=1"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/D1Uwc8ttJPw&hl=en_US&fs=1" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="480" height="385"></embed></object>Brand New Mehttp://www.blogger.com/profile/08602496300033702682noreply@blogger.comtag:blogger.com,1999:blog-3112696392920054434.post-62853795814522553572010-08-06T01:26:00.000-07:002010-08-06T01:26:31.003-07:00Phase 2: Search for the Next Sam<span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><b><span class="Apple-style-span" style="font-size: x-large;"><span class="Apple-style-span" style="color: purple;">Search for the Next Sam Audition Website (Phase 2)</span></span></b></span><br />
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<span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">Homepage invites girl teens to participate and have them create their own Start From White MTV.</span><br />
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<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjNsOQLUpxcSOVbnNkNJXBBVKCtqweq1i33PdeYtOxGtoNy1D1RktwcVoBS0NhSOsuT1VbC9HqoYTOdXX27mQX8v1MrvCYBZoF0vFLQyy_AsKhZq6YtoRkNcRXA02SYD21TfccS93fKZ7Rv/s1600/Slide14.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjNsOQLUpxcSOVbnNkNJXBBVKCtqweq1i33PdeYtOxGtoNy1D1RktwcVoBS0NhSOsuT1VbC9HqoYTOdXX27mQX8v1MrvCYBZoF0vFLQyy_AsKhZq6YtoRkNcRXA02SYD21TfccS93fKZ7Rv/s400/Slide14.JPG" width="400" /></a></div><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
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<span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">They can sing along with the Music and Lyrics page.</span><br />
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<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgNaOBqmN-uKCk5fVve7QdDCG7icnMwZCz04g9-MtS-M33aCOoO55T6IK-fEcRuWPe_bkPCD3bXeKUru9OdU7HYaG9IguNcLLr4ORXGwTLrGEEcZRlvW0eCBW4hUMkvebQg7tRsn6HzLajj/s1600/SWT+slides+for+vid_2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgNaOBqmN-uKCk5fVve7QdDCG7icnMwZCz04g9-MtS-M33aCOoO55T6IK-fEcRuWPe_bkPCD3bXeKUru9OdU7HYaG9IguNcLLr4ORXGwTLrGEEcZRlvW0eCBW4hUMkvebQg7tRsn6HzLajj/s400/SWT+slides+for+vid_2.jpg" width="400" /></a></div><br />
<span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">And see themselves, together with the rest of the hopefuls, at the video gallery page.</span><br />
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<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdouBDggUrj__f48JfCyE7p6lSqvBJy9mU8cCv42nBVfKZlL2jGrA47QMVdweafLxwEJ2lTvh6F91lRk7RUADbg2ojpmjOT9WPBqhGxqMTlGnbFSOfSuwMldLGoi77Px1dyH7b7l1yWJzv/s1600/SWT+slides+for+vid.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdouBDggUrj__f48JfCyE7p6lSqvBJy9mU8cCv42nBVfKZlL2jGrA47QMVdweafLxwEJ2lTvh6F91lRk7RUADbg2ojpmjOT9WPBqhGxqMTlGnbFSOfSuwMldLGoi77Px1dyH7b7l1yWJzv/s400/SWT+slides+for+vid.jpg" width="400" /></a></div><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span>Brand New Mehttp://www.blogger.com/profile/08602496300033702682noreply@blogger.comtag:blogger.com,1999:blog-3112696392920054434.post-4342605588165016802010-08-06T00:38:00.000-07:002010-08-06T01:19:39.163-07:00How did we promote the phase 1 campaign?<span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">The first phase of the campaign, which ran from March to April 2010, was supported with multiple online platforms.</span><br />
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<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgN3uOWnCsF7F5p7MEwR8BFUBpkib3aZaR3V7VQVkljRcZbmQHitaydmhvyEIx90oJ1R6xGi9wdxUBHIKBvbb_9NmIHgxDhhTzb0md0QEAIOxzFxIRzp9ndJQVjX4DFA17b113wS9L441H9/s1600/SkinWhiteBrandNewMefr08_728x90_AlphaScreenshota.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgN3uOWnCsF7F5p7MEwR8BFUBpkib3aZaR3V7VQVkljRcZbmQHitaydmhvyEIx90oJ1R6xGi9wdxUBHIKBvbb_9NmIHgxDhhTzb0md0QEAIOxzFxIRzp9ndJQVjX4DFA17b113wS9L441H9/s400/SkinWhiteBrandNewMefr08_728x90_AlphaScreenshota.JPG" width="400" /></span></a></div><div class="separator" style="clear: both; text-align: center;"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="separator" style="clear: both; text-align: left;"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">Standard Ad</span></div><div class="separator" style="clear: both; text-align: left;"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
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<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGDfLnHhNmqO_beLj82kN7oHJUAuUjXgga4YA7loxtl3-VGZvEis9kIoGR42u8mcr12mhvmZzUSmWoDWf1PCsC5pGaDXCwawxy5kLdIH-d8am06Tfk58202Fl9nUMWa1DcTFs_HcWiNf4w/s1600/Slide34.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGDfLnHhNmqO_beLj82kN7oHJUAuUjXgga4YA7loxtl3-VGZvEis9kIoGR42u8mcr12mhvmZzUSmWoDWf1PCsC5pGaDXCwawxy5kLdIH-d8am06Tfk58202Fl9nUMWa1DcTFs_HcWiNf4w/s400/Slide34.JPG" width="400" /></span></a></div><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span>Brand New Mehttp://www.blogger.com/profile/08602496300033702682noreply@blogger.comtag:blogger.com,1999:blog-3112696392920054434.post-89142546318000716862010-08-06T00:07:00.000-07:002010-08-06T00:08:49.115-07:00Phase 1: Brand New Me<span class="Apple-style-span" style="color: purple; font-family: 'Trebuchet MS', sans-serif;"><span class="Apple-style-span" style="font-size: xx-large;"><b>The BrandNewMe.ph (Phase 1) Site</b></span></span><br />
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</span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWMuI1ny3szNXf3hOejWRcP4O_oj5T6Vv1g6I0nIAp5ULTAWOgNYrAugk78trdeduSINaQPvjuRUDZibNRuaXfZpcTODnJgcU7IcM_M1-GarxL9AEFLq6cRzZyG4C8gCo2sr20EOIU_cD3/s1600/Slide10.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWMuI1ny3szNXf3hOejWRcP4O_oj5T6Vv1g6I0nIAp5ULTAWOgNYrAugk78trdeduSINaQPvjuRUDZibNRuaXfZpcTODnJgcU7IcM_M1-GarxL9AEFLq6cRzZyG4C8gCo2sr20EOIU_cD3/s400/Slide10.JPG" width="400" /></a></div><div><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">Homepage - vote updates for the three celebrity guys are here. User can click to each guy to see their profiles and vote for them should they wish to.</span></div><div><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
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</span></div><div><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">There are also pages dedicated for mechanics and prizes.</span></div><div><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHBcm239HI9tiGiOzLVFN74RiLRN7EanDdR_zXLjhNP7r9sRmibPCGHjFYqnHq7MIImUDtZcyddmin4RJO9IbYIuQMwp88-DTgkCWcyUC2lQPE_0SJPEV-QhyTF02-D7QYN_p4KgLCBenF/s1600/Slide3.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHBcm239HI9tiGiOzLVFN74RiLRN7EanDdR_zXLjhNP7r9sRmibPCGHjFYqnHq7MIImUDtZcyddmin4RJO9IbYIuQMwp88-DTgkCWcyUC2lQPE_0SJPEV-QhyTF02-D7QYN_p4KgLCBenF/s400/Slide3.JPG" width="400" /></a></div><div><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh0BScwECSOt5pdY9mNE48z87PYaJVfpOwYw34z6wUFDj9iAt7qpATqBhyC39x2WPw6qdkThBSGHubHAqFRdw22MaGhzRbONcv2YtVBDsq9w2Zb7vaRJoqAGysMLpf9pdwU2w-9X0SNsEzE/s1600/Slide4.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh0BScwECSOt5pdY9mNE48z87PYaJVfpOwYw34z6wUFDj9iAt7qpATqBhyC39x2WPw6qdkThBSGHubHAqFRdw22MaGhzRbONcv2YtVBDsq9w2Zb7vaRJoqAGysMLpf9pdwU2w-9X0SNsEzE/s400/Slide4.JPG" width="400" /></a></div><div><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">To give life to the character of Sam, we created her a profile and a blog.</span></div><div><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQd1mrKN3bdsaXm-a2zQ0RQQd84h5OuLAZgnz0iHeAa5dqmk3ffAvcwTfTWiSHR_I-EV5ogTAcDzJRWxeZGVSa-cZXFCLtRraZ3DCPmlMJa_yIkbmooYBYS5jNkaua06ozYWMEvElZe4nD/s1600/Slide7.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQd1mrKN3bdsaXm-a2zQ0RQQd84h5OuLAZgnz0iHeAa5dqmk3ffAvcwTfTWiSHR_I-EV5ogTAcDzJRWxeZGVSa-cZXFCLtRraZ3DCPmlMJa_yIkbmooYBYS5jNkaua06ozYWMEvElZe4nD/s400/Slide7.JPG" width="400" /></a></div><div><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg0-A1LSJRkMayekqHbPpKvloFLiqMVuZA0S-5d-aRqextSjHbkVd4t5XY4NzRxYkQ9dXY5ekCj1rHxKdc7IBNtngwbCumt0hifVGMCIK1YJKNokWBnNNKOzeGlS5bZ97yXfNCTMcMi9mMp/s1600/Slide6.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg0-A1LSJRkMayekqHbPpKvloFLiqMVuZA0S-5d-aRqextSjHbkVd4t5XY4NzRxYkQ9dXY5ekCj1rHxKdc7IBNtngwbCumt0hifVGMCIK1YJKNokWBnNNKOzeGlS5bZ97yXfNCTMcMi9mMp/s400/Slide6.JPG" width="400" /></a></div><div><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">There is also a page where we posted the TVC and details about the product.</span></div><div><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEihFvJZ1FxFOn4qUYlSyRu8Px9H-pgpfJuiJSgBLaICktUmf6YWQ5AG7IeQ5fdRB5MUfmYzenrV5mq8fiv7BfccdMnqA70lSvzgXFsRDnUUfhprIP8TGzleSayzrfo4NTJVCoSEYXjzGoLR/s1600/Slide8.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEihFvJZ1FxFOn4qUYlSyRu8Px9H-pgpfJuiJSgBLaICktUmf6YWQ5AG7IeQ5fdRB5MUfmYzenrV5mq8fiv7BfccdMnqA70lSvzgXFsRDnUUfhprIP8TGzleSayzrfo4NTJVCoSEYXjzGoLR/s400/Slide8.JPG" width="400" /></a></div><div><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6T2e_Eiy1qxRBq8w7HDXk6-hHz3gDqwKhfbTu0CqBLWqzxciO7_mqttXPEHOR6-L98cxFhjfLi0MkkZW0RMClGqZu6ef-Z-8GSAGJkVqX7LyXaHrAlbBdFH3lFUiuMeVVXBjFPv9Y5cMw/s1600/Slide5.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6T2e_Eiy1qxRBq8w7HDXk6-hHz3gDqwKhfbTu0CqBLWqzxciO7_mqttXPEHOR6-L98cxFhjfLi0MkkZW0RMClGqZu6ef-Z-8GSAGJkVqX7LyXaHrAlbBdFH3lFUiuMeVVXBjFPv9Y5cMw/s400/Slide5.JPG" width="400" /></a></div><div><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div>Brand New Mehttp://www.blogger.com/profile/08602496300033702682noreply@blogger.comtag:blogger.com,1999:blog-3112696392920054434.post-32724004506422075422010-08-05T23:46:00.000-07:002010-08-06T01:59:35.252-07:00Brand New Me: The Skin White Teens Online Campaign<div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">While skin whitening is a big category in the Philippines, there is no brand for teens – an emerging important market with growing purchasing power and influence. Efforts are concentrated only to adult and baby markets.</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">Objective is to define and own a lucrative and untapped market space – teen whitening.</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">TARGET MARKET: Broad C teens and their moms</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">She is no longer a child but not yet a lady. Everything about her is changing, the way she looks at friends, boys, and how she deals with her parents. She is conscious of her looks, which includes her skin complexion.</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">She would use her mom’s lotion but her mother believes lotion for adults may be too harsh for her sensitive skin.</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">But she and her mom believe that fairer skin is an element of beauty and a great source of confidence. Meanwhile, they settle for a baby lotion. </span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">INSIGHT: While teens sometimes use it and moms condone it, it is accompanied by much guilt and secrecy as skin whitening products today are perceived to be for adults only. This prevents them from using it as often as they’d want.</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">STRATEGY: Make teens feel that they’ve outgrown BABY Lotion. Make SkinWhite Teens the ‘IT’ product specially made for their needs and aspirations in their new lifestage.</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">SkinWhite Teens was launched through a two-phased online activation via www.brandnewme.ph. Drive to site include rich media display ads, online chat, and viral tactics in facebook and twitter.</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_EzcJka8N4guq3QFaiNZ6yrDC2LmO7Y__BKsbuzyfVjXenBPyHITGtUVC2qbvbYhshHl14yaGt1ADS-ZewDvzHJ4tc-beJlciHqW7L0k4LVTulMcEUlFdMNL8XzWy2VE8_MhrwlDCCT3t/s1600/Slide10.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_EzcJka8N4guq3QFaiNZ6yrDC2LmO7Y__BKsbuzyfVjXenBPyHITGtUVC2qbvbYhshHl14yaGt1ADS-ZewDvzHJ4tc-beJlciHqW7L0k4LVTulMcEUlFdMNL8XzWy2VE8_MhrwlDCCT3t/s400/Slide10.JPG" width="400" /></a></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">The first phase was about voting for the leading man of Sam (SkinWhite girl), after she gets the lead role in the school musical.</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHdVXYBvrtM4XRHPn_X7rT8cbYhU5whFhyphenhyphene_bovWaXlMno2BMOfQ1dVvVsTfdUyC2hUSciX2mhh4T-Fjc4WTA3IktsgBr96duFMaJ2Y8nynO_o27q3P1mYFAaKATafUnorXtCMEsiyVBM_/s1600/Slide14.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHdVXYBvrtM4XRHPn_X7rT8cbYhU5whFhyphenhyphene_bovWaXlMno2BMOfQ1dVvVsTfdUyC2hUSciX2mhh4T-Fjc4WTA3IktsgBr96duFMaJ2Y8nynO_o27q3P1mYFAaKATafUnorXtCMEsiyVBM_/s400/Slide14.JPG" width="400" /></a></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">The second phase was about the search for the next Sam, inviting teen girls to audition for the role via video uploads to the site. </span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">After a month and over 100,000 hits, a whopping 145,000 votes were amassed with celebrity AJ Perez winning with 47% of the total votes. The girl who played Sam became famous and got to join a TV show.</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">Afterwards, the second phase of the campaign was launched with the search for the next Sam where girls were asked to audition on the website by singing Sam’s song “Start From White” while holding a SkinWhite Teens bottle.</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">In just over a month, a total of 226 audition videos were uploaded on the website with 171 more participating in the on-ground auditions, and thousands more voting for these videos. </span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">In the end, the winner got a VJ hosting stint in the local music TV channel and Php100,000 cash. </span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">The Skin White Teens Online-based Campaign has helped the brand achieve an off-take per piece increase of 207% during the campaign period of March-May 2010.</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">This is what the campaign would like to banner why it should win an award. Aside from the life changing effect to the characters and the numbers it was able to generate in terms of online stats, the campaign was able to deliver an evident increase in sales for the brand.</span></div><div class="MsoNormal"><br />
</div>Brand New Mehttp://www.blogger.com/profile/08602496300033702682noreply@blogger.com